Marketing agroalimentario: Lanzamiento de marca de aceite de oliva en Alemania
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2019-05
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Jaén: Universidad de Jaén
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[ES] Elaborar un plan de marketing adecuado para poder lanzar una marca de aceite de oliva virgen extra en el mercado alemán. Para ello hemos elaborado un análisis de la situación interna de la empresa, en la que estudiamos y analizamos las distintas fortalezas y debilidades que posee la cooperativa y, finalmente la situación externa de la empresa, como son los clientes alemanes, los distintos productos sustitutivos al aceite de oliva virgen extra, la competencia y los distintos proveedores de la cooperativa. Tras la realización del análisis interno y externo elaboremos la estrategia necesaria para poder lanzar la marca en el mercado alemán, centrándonos en el producto, precio, distribución y comunicación. Finalmente considero viable, tras el estudio del mercado y de la posterior elaboración de la estrategia, el lanzamiento de la marca de aceite de oliva virgen extra en Alemania.
[EN] Develop an appropriate marketing plan to launch a brand of extra virgin olive oil in the German market. For this we have developed an analysis of the internal situation of the company, in which we study and analyze the different strengths and weaknesses that the cooperative has and, finally, the external situation of the company, such as the German customers, the different substitute products to the extra virgin olive oil, the competition and the different suppliers of the cooperative. After carrying out the internal and external analysis, we elaborate the necessary strategy to be able to launch the brand in the German market, focusing on the product, price, distribution and communication. Finally, after the study of the market and the subsequent elaboration of the strategy, I consider viable the launch of the brand of extra virgin olive oil in Germany.
[EN] Develop an appropriate marketing plan to launch a brand of extra virgin olive oil in the German market. For this we have developed an analysis of the internal situation of the company, in which we study and analyze the different strengths and weaknesses that the cooperative has and, finally, the external situation of the company, such as the German customers, the different substitute products to the extra virgin olive oil, the competition and the different suppliers of the cooperative. After carrying out the internal and external analysis, we elaborate the necessary strategy to be able to launch the brand in the German market, focusing on the product, price, distribution and communication. Finally, after the study of the market and the subsequent elaboration of the strategy, I consider viable the launch of the brand of extra virgin olive oil in Germany.